Revenue - arguably not the best KPI but it's the metric that most business owners obsess about on a daily basis "How much money have we made yesterday?". As a result, digital analysts obsess about it too. It's a handy barometer that measures how different levers in the business interact with each other on any given day. As an analyst, that's what I care about most -- the underlying interaction between all the moving parts of which revenue is simply a byproduct. Understanding and optimising it. Mapping out this lever system conceptually is … [Read more...]